Description:

Kupu Rangi was created in response to Kupu’s declining usage, caused by a lack of immersive and culturally meaningful features. Riki Hollings from Spark shared their vision for Kupu 3.0 and challenged us to reimagine its future while staying true to its Māori values and origins.

The goal was to reignite interest and attract new users by strengthening connections to whakapapa, while supporting the growth of Te Reo Māori. Research showed that users aged 25 to 35 lacked confidence with apps that were not culturally grounded or effective for long-term learning. They sought a meaningful experience that supported identity, understanding, and everyday use.

Kupu Rangi is an interactive visual language app that invites users to grow their universe and Te Reo Māori knowledge one word at a time. Stars on the moon represent words, and kāhui whetū form as users collect and learn vocabulary.

The AI companion Nui, inspired by Ranginui, is a supportive, father-like guide who uses ako principles to shape a personalised learning journey. By asking about the user’s dialect and preferences, he adapts the colour of their moon, the encouragement he gives, and the resources he shares. This connection between user and AI reflects whakawhanaungatanga, building relationships through shared understanding. Nui’s presence across every screen makes the app feel alive, offering regular prompts to boost motivation.

The wider campaign supports the app through a promotional video, explainer video, and a nationwide polaroid initiative in Spark stores.
The challenge was to maintain Kupu’s identity while merging it with Spark’s branding to become future-facing, sleek, and culturally rich. The logo was redesigned to reflect raranga and harakeke whetū, while incorporating niho taniwha for cultural continuity.

The 3D moon changes colour based on learning personality and provides daily stars depending on the Maramataka phase, tying language to wellbeing. Users click stars to reveal words, learn phrases, capture learning moments, and get pronunciation feedback from Nui. Each word becomes a star in the user’s universe, which form kāhui whetū over time, dimming through inactivity to encourage engagement. The new gallery function allows users to view learning photos, improving memory retention.

Kupu Rangi is elevated by its deep respect for Tikanga Māori and is built on the principles of whakapapa, kaitiakitanga, manaakitanga, oranga, and kotahitanga. Nui’s knowledge is shaped by a proposed Cultural Advisory Team of Te Reo Educators, Iwi Representatives, and Tikanga Experts to ensure all content aligns with Māori customs. Spark’s regular feedback and involvement guided the work, praising it for its mature and considered approach.

The campaign extends beyond the app with the “Kia Māia” promotional video and the in-store event “Take a photo, leave a photo”. The video follows a user reconnecting with Te Reo Māori through the app and Nui. In-store, users can print photos and share their learnt kupu with Spark staff to receive free data, encouraging community participation in language revitalisation.

Kupu Rangi is not just an app, but a growing universe where language, culture, and identity come together to shape a more connected Aotearoa.